Effective September 2002,Canon India has seen organizational restructuring to
address product segments and markets more effectively. This move comes at a time
when the company has added more middle level managers to ensure that all markets
and product categories are equally represented.
Says Alok Bharadwaj, Director and GM, Consumer Imaging and Information
Division, "This was undertaken to align our product range with the market
dynamics."
Box products in one division, solution selling in another |
Alok Bharadwaj |
The Consumer Imaging and Information Division will include laser and bubble
jet printers, copiers, digital cameras, scanners, projectors, visualizes,
entry-level multi-function peripherals and calculators. The consumable business
for both printers and copiers will also be a part of the portfolio.
The Value Division, on the other hand, will look at high-end digital multi
function devices. This division has traditionally operated through a direct
sales team and will continue to do so. Says Alok, "To put it simply, all
box products have been put in one division, while those that need solution
selling go into the other."
Now the company is looking at leveraging individual channels for copiers and
IT peripherals with the convergence of the products under one division. This was
also done after the company observed an overlap between partners selling
copiers, IT peripherals and MFDs. The company will now offer its entire product
portfolio to all its 222 partners.
Under its older structure Canon had 60 partners selling IT products and 162
partners selling copiers and faxes. Now all 222 partners will have access to the
entire product portfolio.
To ensure the coverage Canon has put in place two country sales managers, one
each for digital cameras and calculators. It has also put in place four regional
managers to better address their respective territories. Says Alok, "These
territories have now been made responsibility centers, therefore decentralizing
the control."
On the other hand Canon is working on a three-pronged approach to reach out
to customers effectively and get its partners in the thick of all the action.
Besides looking at greater out-reach programs and promos, it is also working on
building its brand image and launching 23 new products by the end of October.
Most of these are targeted at home and SOHO segments. The company is taking all
its 222 partners to Malaysia for the unveiling of products.
MOHIT CHHABRA